Podcasts are transforming how Americans consume news, offering on-demand access to trusted voices and in-depth analysis. As traditional news formats evolve, podcasts have become a critical medium for audiences seeking timely, engaging, and diverse perspectives.

Second only to comedy, news podcasts are a dominant podcasting genre. A new report from Sounds Profitable, in partnership with Signal Hill Insights, finds that 31% of podcast listeners consumed news content in the past month. The findings underscore a significant shift in how Americans engage with news, moving away from traditional TV broadcasts and toward more personalized, on-demand listening experiences.

News podcast consumer demographics

The average age of a news podcast consumer is 47, closely mirroring the overall U.S. adult population. This starkly contrasts television news audiences, where the average age skews significantly older—70 for MSNBC, 69 for Fox News, and 67 for CNN. This demographic shift highlights how younger audiences gravitate toward podcasts as a preferred medium for staying informed. Balancing short-form daily news updates with longer-form analytical discussions allows podcast listeners to integrate news consumption seamlessly into their routines.

The social influence factor

One of the study’s more interesting findings is the role of social influence in driving news podcast discovery and engagement. News podcast listeners exhibit significantly higher levels of social sharing and recommendations compared to their non-news counterparts:

• 73% receive podcast recommendations from friends and family, compared to 51% of non-news listeners.
• 73% actively recommend podcasts to others, versus 49% of non-news listeners.
• 83% say they are likely to listen to a podcast recommended by someone they know.

This word-of-mouth dynamic plays a crucial role in podcast adoption, highlighting the importance of personal connections in shaping media consumption habits. While platforms and algorithms contribute to discovery, personal recommendations remain the most powerful driver of engagement.

Additionally, news podcast listeners are more likely to consume content with others. Unlike other podcast genres that often cater to solo listening, news podcasts frequently become a shared experience. Group listening fosters discussions and deeper engagement with the content, whether in the car during a commute or as part of a morning routine. The study reveals that 88% of news podcast consumers who listen with others cite “listening while traveling” as a major benefit, compared to 66% of podcast listeners.

Advertising challenge and opportunity for news podcasts

Despite their high engagement levels, news podcast listeners are not immune to advertising fatigue. The study reveals that:

• 21% have stopped listening to a podcast due to excessive ads.
• 14% cite repetitive content as a reason for abandoning shows.

This finding challenges the assumption that strong host-listener relationships can completely counteract fatigue. Even among engaged audiences, there is a threshold for how much advertising they are willing to tolerate.

However, the research also uncovers a compelling opportunity for brands. News podcast listeners are more receptive to brand-sponsored content than the general podcast audience:

• 61% say they are likely to listen to a brand-sponsored podcast.
• 46% indicate that a company’s involvement makes them more likely to try a new podcast than 34% of non-news listeners.

Brands can forge meaningful connections with news podcast audiences by positioning themselves as content partners rather than just advertisers. By integrating seamlessly into the content, brands can enhance rather than disrupt the listener experience.

Podcasts and the future of news consumption

The traditional model of news consumption—gathering around the television at a fixed time—has largely faded. Instead, audiences curate their news experiences through digital and on-demand platforms. While social media and news websites play an important role in this transition, podcasts offer a unique advantage: deeper engagement and trust.

Unlike passive scrolling through headlines, listening to a news podcast requires intentional engagement. The hosts of these podcasts often become trusted voices, forming strong bonds with their audience. This level of trust is a significant draw, positioning news podcasts as a vital part of modern news consumption. However, the challenge lies in maintaining audience engagement without alienating listeners through excessive advertising.

The findings from this report offer a compelling look at the evolving media landscape. News podcasts attract a younger and more engaged audience and reshape how people discover, consume, and share news. The influence of social recommendations and the potential for shared listening experiences emphasize the unique role of news podcasts in today’s information ecosystem. Additionally, the nuanced relationship between advertising and engagement further solidifies their distinct position.